Success Story: Saint Peter-Ording Tourist Office and jtel

Promoting innovation in the service industry

Excellent service strategies for the Saint Peter-Ording Tourist Office

Overview

The Saint Peter-Ording Tourist Office manages all tourism services for the region, from guest relations to marketing. Handling millions of visitors annually, it sought to modernize its communication systems to enhance service quality, operational efficiency, and digital accessibility for guests and staff.

Challenge

Rapid tourism growth and rising digital demands exposed limitations in TZSPO’s outdated call center: rigid configurations, poor scalability, minimal reporting, and no integration with modern tools. Dependence on external support hindered flexibility, remote work, and the ability to independently manage customer interactions effectively.

Solution

jtel’s contact center solution empowered TZSPO with flexible call routing, real-time analytics, and full PBX and API integration. The system improved service agility, remote accessibility, and readiness for digital transformation, ensuring efficient, autonomous, and future-proof customer communication for the busy seaside destination.

jtel’s industry solution for the Saint Peter-Ording Tourist Office

About the Saint Peter-Ording Tourist Office

The Saint Peter-Ording Tourist Office (TZSPO) is an independent agency of the municipality of Saint Peter-Ording and handles all tourism-related matters for Saint Peter-Ording. The TZSPO’s responsibilities include providing guest services, host support, developing tourism products and offerings (both analog and digital), event management, arranging vacation accommodations, and marketing tourism offerings.

The approximately 160 employees work in the following departments: building yard with carpentry, metalworking, and gardening, DÜNEN-Therme leisure and adventure pool and sauna, DÜNEN-THERME health and wellness center, beach, building services, administration, marketing and events department, and provider and guest services. In addition to these core tasks, TZSPO also acts as a driving force in the region and maintains close contact with all local service providers, as well as with decision-makers from politics and administration.

The North Sea spa and sulfur baths at St. Peter-Ording records approximately 2.6 million overnight stays annually and welcome around 425,000 overnight guests and 500,000 day visitors. With a population of around 4,000, the municipality has approximately 17,000 guest beds. The beach, which stretches for around 12 km and is up to 2 km wide, is part of the Wadden Sea National Park and UNESCO World Heritage Site.

We are at home by the sea. We are SPO.

Starting Point: The need for more flexibility and support

With the growing importance of digital service channels and increasing visitor numbers, TZSPO’s existing call center infrastructure reached its limits. The previous system lacked flexibility, offered limited reporting capabilities, required external support even for minor adjustments and lacked adequate technical support.

Key Challenges

No independent configuration of call flows
Limited accessibility due to exclusive use of hardphones
Lack of interfaces to third-party applications
Insufficient reporting functions
Poor scalability and lack of future readiness

The Solution: jtel Contact Center

After a competitive public tender, jtel was selected for its flexible, future-proof, and user-friendly contact center system.

Project Focus

Previous Call Center Solution vs. jtel Solution | Overview of the advantages

Function	Previous Solution	jtel Solution	Benefit
Call Flow Management	Changes required external provider	Independent call flow configuration via graphical interface. Very user-friendly. Allows versioning for testing.	Increased flexibility, agility and user-friendliness
Telephony	Hardphone only	By connecting to the innovaphone telephone system, jtel can now also be used via softphone or smartphone. Status synchronization with innovaphone PBX.	Flexibility for remote work and home office
Interfaces	None	API connection to Salesforce and planned connection to the reservation system Feratel	Improved service and support through professional customer management (in planning)
Statistics & Reporting	Limited and static	Real-time statistics, live monitoring, dynamic analytics	Better control, faster response and optimization

Quote

“Everyone expected numerous issues during the switch to the new ACD and telephony system, but the transition was so smooth that we were almost a little irritated by how well everything functioned immediately, aside from a few minor details.” – Mr. Arne Plön, Project Coordination Office, Sankt Peter-Ording Tourist Office

Highlights of the jtel Solution for TZSPO

Intuitive Graphical Routing Application & Flexible Administration

The graphical routing application allows TZSPO to adjust call flows independently
Fully autonomous, independent configuration and modification of call flows and prompts
User-friendly GUI for maximum flexibility

Compatibility with the telecommunications system

Full compatibility with the innovaphone PBX including status synchronisation

Future Readiness & Scalability

Multi-channel capabilities (email, dialer, web chat, SMS, WhatsApp, video)
AI features (voice bot | chat bot)
Cloud-Migration
Connection to third-party systems via interfaces (API)
PBX neutrality and Microsoft Teams integration
Quality Management

Evaluability / Reporting

Detailed statistics for continuous optimization
Real-time reporting for immediate control

Conclusion

The jtel Contact Center solution has enabled the Sankt Peter-Ording Tourist Office to improve its service quality and prepare for the future. The jtel-system features flexible adjustments and improved accessibility, providing a solid foundation for optimizing services.

jtel supports TZSPO in continuing to deliver first-class digital customer service — efficient, flexible, and future-proof.